 Quantitative analyses for consumer research: interpretive turn or turmoil?Les analyses quantitatives pour la recherche en comportement du consommateur: tournant ou tourmente interprétativiste ?Jean-Philippe Galan ()
Post-Print from HAL Abstract: This paper raises the question of the role of quantitative models interpretive research, by presenting the main points of the practical approach for modelling the consumer behavior and which place the researcher facing its subjectivity. Moreover, this work asked the issue of subjectivity in the use of quantitative methods which, like the phenomenological interviews, photographs, introspection, etc.., enrich the marketing toolbox whose purpose is less prediction and globalization as providing a point of view on a consumption phenomenon. The aim of this paper is not to construct a theory but only to present statistic cases that suggest that the quantitative approach, if it its purpose, fails to be objective and gives to the researcher a wide margin of interpretation. Keywords: consumer behavior; statistical modelling; methodology; interpretativism; comportement du consommateur; méthodologie; modélisation; interprétativisme (search for similar items in EconPapers) Published in Journées de Recherche en Marketing de Bourgogne, Marc Filser (coord.), 2010, Dijon, France There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03245627 Access Statistics for this paper More papers in Post-Print from HAL |
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